Fri, April 06 2012

What are nonprofits doing with social media?  Six interesting stats

Katya Andresen's avatar

Author, Robin Hood Marketing

Filed under:   Social Media •

It’s the week of studies!  First we had the eBenchmarks study, then the Convio benchmarks study, and now the Blackbaud social media benchmark study.  It’s an opportunity to see how you stack up in all different ways online.

The Blackbaud study shows despite limited budgets and staffing, nonprofits continue to find value in their growing social networks.

Here are six key findings:

• 98% have a Facebook page with an average community size of over 8k fans.
• Average Facebook and Twitter communities grew by 30% and 81%, respectively.
• Average value of a Facebook Like is $214.81 over 12 months following acquisition.
• 73% allocate half of a full time employee to managing social networking activities.
• 43% budget $0 for their social networking activities.
• The top 3 factors for success are: strategy, prioritization, dedicated staff

It’s interesting to view this data against the backdrop of discussion about so-called slacktivism.  I’m quite weary of that term as I feel it undervalues low-effort actions as a first step toward a conversation with potential supporters.  This Sortable graphic pulls from data from the Georgetown Center for Social Impact Communication to make that point.  (View the original here if it’s hard to see.)

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